Chipotle Breakfast Line By Shwan Rashid Jessica A

Chipotle Breakfast Line By: Shwan Rashid Jessica A. Rodriguez Sean Pezzini Juliana Acosta

Agenda q Introduction q The Product q Trends and Keys to Success q Product Position q Target Market q Marketing Mix q Marketing Communications q Marketing Objectives q Financial Plan

Introduction • Founded by Steve Ells in 1993 • Headquarter is based in Denver, Colorado • Chipotle is a chain of restaurants that runs in the United States, Canada, and Europe • ‘Food With Integrity’

The Product • Market Needs -Need for healthy and convenient breakfast that is offered at a fair price • The Product

TRENDS AND KEYS TO SUCCESS • Trends - Cultural shift towards eating healthy and organic - Cultural shift towards supporting local farms • Keys to success - Breakfast line is a niche in a large market -Superior customer service

Product position • Positioning Statement: For the busy and on-the-move people who want a healthy and convenient breakfast, Chipotle offers delicious breakfast burritos and breakfast bowls that will give people the right start to their mornings. • The Value Proposition - More for the same

TARGET MARKET • Geographics • Demographics -Age -Income -Life-cycle

Marketing Mix • Pricing -$6. 70 per breakfast burrito/bowl • Distribution - Contractual vertical marketing system

Marketing Communication • Advertising • Sales Promotions BREAKFAST BURRITO OR BREAKFAST BOWL • Public Relations

Financial Plan Break-even analysis $30, 000 $25, 000 $20, 000 TFC $15, 000 TVC TC Sales $10, 000 Profit $5, 000 $0 0 ($5, 000) 400 800 1, 200 1, 600 2, 000 2, 400 2, 800 3, 200 3, 600 4, 000

WHAT WE LEARNED

Questions?

THANK YOU!